Courts reviews regional marketing, plots inhouse advertising unit

SINGAPORE - Singaporean retailing giant Courts has initiated a region-wide review of its marketing activities, and is understood to be setting up an in-house advertising unit in Singapore, a move that will see the S$18 million (US$$11.8 million) account shift from Leo Burnett.

Sources confirm that DDB is helping the retailer establish the unit, which is expected to be managed by Yvonne Low, the former DDB account director, who ran the Courts business before it moved to Leo Burnett a year ago (Media 16 March).

Batey, which handled the business before DDB, is also believed to be involved in the venture.

Christina Oliver, marketing director of Courts Singapore, commented: "Given that Courts in Singapore, Malaysia and Indonesia are now under common ownership, there are opportunities to maximize our synergies.

"In reviewing a common marketing platform, the merits of a different agency arrangement to better support the business is being debated and evaluated. We are at an early stage and have not yet reached any conclusion."

Sources add that the client is unhappy with the company's marketing ROI, and wants more control over its marketing function.

Courts Group International was acquired by Singapore Retail Group, a company jointly owned by Baring Private Equity and Topaz Investment, in June last year.

The new owners wants to roll out the Courts brand in countries including China, Australia, India, Hong Kong, the Philippines, Sri Lanka, New Zealand and Brunei.

Courts operates stores in Malaysia and Thailand as well as Singapore.

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